Diagetic Sound
Part of the scene
non-diagetic sound
purely for watchers, characters in film don’t hear it
“the medium is the message”
the form of the media is more important than the content
affordance
what an object is designed to do and what you can do with it, quality or property of a technology that defines it and its possible uses
“polysemic” nature of texts
multiple meanings and interpretations always possible
diachronic
looking at media over time
synchronic
snapshot of a particular time and what happened with media there